Monday, June 6, 2011

Iberia revamps food offering with “eight-star” menu

Spanish airline Iberia has announced a new Mediterranean-themed food lineup, drawing on the experience of some of the country’s top chefs.

Emulating the top-notch German cuisine offered by Lufthansa and Air France’s gastronomic offering by Alain Ducasse, Iberia has invited a committee of culinary experts to come up with a new menu to be rolled out for business class passengers.

Between them, the team have eight Michelin stars, leading Iberia to brand its planes “the first eight star restaurant in the world.”

The new menu will be heavily inspired by the Mediterranean diet, says Iberia, with produce chosen for its suitability to withstand the rigors of in-flight operation.

Passengers on board Iberia’s intercontinental flights will be able to tuck in at first, with the menu then set to be expanded to national and international flights.

The profitability of premium passengers gives airlines a good incentive to keep innovating with their service offerings — top chefs are now regularly used to design business class menus, while cosmetics firms put together in-flight amenity packs and top fashion designers sketch new uniforms to be worn by staff.

Earlier this year, Air France trundled a food truck around the streets of New York City to highlight its gastronomic credentials, handing out free food by celebrity chef Joel Robuchon to passersby keen to get the in-flight food experience without actually paying for a ticket.